A study to investigate the effects of priming a Lad's magazine brand on women's perception of the sexual harassment of other women

Abstract

This study investigated the effects of priming a Lad’s magazine brand on women’s perceptions of the sexual harassment of other women and their notions of women as sex objects. Previous research has demonstrated perceptions of women can be affected by media exposure. Past studies were reviewed and a gap was identified in the current knowledge of the effects of exposure to sexualised media on women’s perceptions of the sexual harassment of other women. One-way ANOVAs did not demonstrate any statistically significant differences in women’s perception of the sexual harassment of other women or notions of women as sex objects in the Lad’s magazine brand priming compared to a popular women’s, or neutral magazine’s branding. Implications and future research are discussed.